Serving the public understanding of sustainability: Ritter Sport introduces paper-wrapped chocolate in stores
Thomas Reiner | 04.12.2020
After testing the prototype in February 2020, Ritter Sport takes another step towards paper-based primary packaging by bringing paper packaging into stores. Even though the quantities involved are more likely to be rather small, the campaign sends out an attention-grabbing signal by perfectly serving the public understanding of sustainability.
The topic “Paper replaces plastic” is going into the next round. Ritter Sport is bringing a paper-packaged limited edition to the shelves in Austria. Partner of the campaign is the supermarket chain Billa. After testing the prototype in February 2020, the company is thus taking a further step towards paper-based primary packaging. Even though the quantities involved are more likely to be rather small, the campaign sends out an attention-grabbing signal by perfectly serving the public understanding of sustainability.
In February 2020, we reported in the game changer blog about the first field trials of Ritter Sport with a paper-based packaging for chocolate bars. Over half a year later, the product finds its way onto the shelves, albeit initially only as a limited edition.
Ritter Sport was able to incorporate the know-how gained in spring into the current special edition. Compared to the February prototype, the grammage has become somewhat stronger and thus more robust.
The aim of this second step by Ritter Sport on the way to paper-based primary packaging is to test larger quantities in practice in order to be able to verify the safety and practicability of the solution for the typical routes from production to the end consumer.
In keeping with the objective and the target group, Ritter Sport has chosen a milk chocolate with hemp seeds called “Chocolate & Grass” for the variety of its Limited Edition. This is also a clever move, because this way packaging and product become one, perfectly fitting together. Ritter Sport is able to address consumers with a strong focus on sustainability efficiently and credibly with this campaign. The expected acceptance and the corresponding sales simultaneously ensure that the experiment generates valid data with regard to the supply chain.
There is no question that the quantities of the special edition now being marketed are rather small. The special edition is limited to 35,000 pieces. But quantity is not the issue in this case.
It’s about the quality of the data and practical experience that Ritter Sport is gaining with the campaign. And it’s about the quality of the message, because the paper-based substitution of plastic perfectly serves the public understanding of sustainability.
